The reality is the principles of advertising are the same today as they were 100 years ago, a…

The reality is the principles of advertising are the same today as they were 100 years ago, a great advert will always be great.

However, with the emergence of digital, we've tried to change the way advertising is done with more ads, more algorithms and more data, but all this has created is more noise.

The output to the consumer will always be the same, an advert that for a short moment of time has their attention, they’ll either decide to act on it or move on with their life.

Across digital media, whether it's a social feed, news site, or app, we are bombarded with more ads than ever before.

And 99% of these ads are just clutter.

Yes, there’s a lot which matters in advertising outside of the creative, most brands don’t have the luxury of affording to target everyone, and how many times you’re reaching each user is important to build a memorable brand.

But the reality is, people don't pay attention to media.

They pay attention to the creative use of media.

Creativity and innovation need to be at the forefront of digital advertising, otherwise, it’ll only ever be an interruption that adds to the clutter.